Your Brand Is NOT What You Think It Is.

Your internal communications team executes to brand standards consistently. You are vigilant about the correct use of your logo and theme. Your company principles and standards are ingrained throughout the organization. You know operations inside out, and have a robust employee feedback/monitoring system in place so you have the pulse of team players at every level. You might even have a specific company “voice” that you use to communicate with the public.

But…it doesn’t matter what you or your employees WANT your brand to be, or THINK it is.

Your brand exists in the heart and mind of the customer (including potential customers), and is based on their total experience/interaction with your product, people and promotional efforts.

You may think of your brand as a high-end, technologically advanced luxury automobile. But if you have a clunky, hard-to-navigate website, your desired brand image may be undermined from the very start.

If employees are told that a key metric is to handle calls within 3 minutes or less, are your customers appreciating the efficiency – or feel unduly rushed by a company that cares more about selling and less about service?

The key to understanding your brand is researching and understanding exactly what your company stands for in the mind of the person who either has bought, or is considering buying your product or service.

Your brand is what THEY think it is.

Once you have a solid grip on both the customer experience and how it mirrors customer expectations, you’ll have a roadmap that tells you exactly what to improve and what to tackle first to bring them in synch and maximize your brand identity.